Part 1: Campaign Strategy & Plan (for DigitasPro Technologies)
This is the strategic blueprint you’d present to a client (or internal team) for their Diwali 2025 digital campaign, with your agency’s role, deliverables, and execution plan.
Agency Positioning & Value Proposition
As DigitasPro Technologies, you offer full-service digital marketing, branding, web & e-commerce capabilities. You are well placed to deliver an integrated Diwali campaign — from creative conception to technical execution, analytics, and optimization.
Your differentiators:
- Data + testing driven approach (you emphasize decision making based on insights)
- End-to-end execution capacity: branding, UX, website, campaigns, SEO, social, etc.
- Ability to deliver across scales (small business to enterprise)
You can position this Diwali campaign as a marquee “brand showcase” in your 2025 portfolio — used both for delivering client success and as a demonstration of your capabilities.
Campaign Vision & Theme
Campaign Title (Example): “Illuminate the Heart, Share the Light”
Central Idea / Narrative:
Diwali is not just about lights and fireworks — it’s about the inner glow, the bonds, the small moments of gratitude, and the hope we share. The campaign would lean into personal stories: someone lighting a diya for grandparents, siblings exchanging gifts, remote families connecting via video, or subtle rituals in everyday homes.
All content — creative visuals, copy, user engagement mechanics — would orbit around light, connection, and shared warmth.
Objectives & KPIs
Below is a sample set of objectives and KPIs. For each client, you would customize them (baseline, stretch, timeframes).
| Objective | Key Metrics / KPIs |
|---|---|
| Brand Awareness & Reach | Impressions, reach, video views, new user traffic, brand search lift |
| Engagement & Participation | Likes, comments, shares, hashtag usage (UGC), filter uses, contest entries |
| Lead / Data Capture | New email subscriptions, app installs, form submissions |
| Conversion / Sales | Number of purchases, revenue, average order value (AOV), conversion rate |
| Retention / Post-Festival Loyalty | Repeat purchases, loyalty program signups, retention email open / click rates |
| Efficiency / ROI | Cost per acquisition (CPA), return on ad spend (ROAS), cost per lead |
You might, for example, aim for +40 % increase in festival-period revenue vs previous year, 5,000 new leads, 1,500 UGC entries, video reach of 1 million.
Audience Segmentation & Targeting
As DigitasPro executing this campaign, you’d advise the client to segment audiences so your messaging is more precise.
Segments (sample):
- Existing customers / repeat buyers
- High-potential past browsers / cart abandoners
- New / lookalike audiences with interest in Diwali, gifting, culture
- Gift shoppers (for family, friends)
- Diaspora / NRIs in key international markets
For each segment, you can tailor offers, creatives, and call-to-actions.
Channel Strategy & Role of Each Channel
Here’s how you’d orchestrate your mix:
| Channel | Role | Sample Tactics |
|---|---|---|
| Social Media (Instagram, Facebook, X, TikTok, Reels / Shorts) | Engagement, storytelling, UGC amplification | Hero video, micro-videos, UGC contest, reels, filters |
| SEO + Content / Blog | Organic discovery, long tail traffic | Diwali gift guides, decor ideas, festival content optimized for “Diwali 2025 …” |
| Paid Search / SEM | Capture high-intent users | Bidding on “Diwali gifts”, “festival offers”, etc. |
| Display / Programmatic / Retargeting | Reminders and retention in funnel | Banner ads, dynamic product ads for users who looked but didn’t buy |
| Email & CRM | Nurture, retarget, loyalty | Festive email drip series, flash deals, coupon drops |
| Influencer / Creator Collaborations | Reach, social proof, credibility | Lifestyle / culture creators to share stories, participate in UGC |
| AR Filters / Interactive Tech | Engagement & shareability | Diya / rangoli filters, AR frames, immersive experiences |
| Landing Page / Website Experience | Conversion hub | Festive landing page, bundles, countdown, optimized UX |
| App / Push Notifications (if client has app) | Direct outreach | Push reminders, special app-only deals |
As DigitasPro, you will coordinate these channels to ensure a seamless omnichannel experience.
Content Pillars & Creative Ideas
You will deliver content based on the following pillars:
- Hero Story / Film — a 30–60s emotional video establishing the campaign theme
- Micro-videos & Shorts — bite-sized snippets (10–20s) capturing glimpses of festival rituals, styling, gift giving
- UGC Contest / #Hashtag Campaign — invite users to upload their Diwali moments (lighting diyas, family rituals)
- AR / Filters / Lenses — interactive effects for social media sharing
- Gift Guides / Product Features — curated lists (“Top 10 Diwali Gifts 2025”, “Eco-friendly decor picks”)
- Behind-the-Scenes / Brand Stories — the brand’s own Diwali preparations, team stories
- Polls / Quizzes / Interactive Social Posts — “Which diya style matches your mood?”, etc.
- Email Drip & Countdown Series
- Retargeting & Reminder Creatives — dynamic ads showing what user browsed
- Post-Festival Thank You & Retention Push
You (as the agency) will provide creative direction, copy, design, video editing, filter dev, social scheduling, and performance optimization.
Campaign Timeline & Phases
A recommended 8-week campaign plan:
| Phase | Timeline | Key Activities |
|---|---|---|
| Pre-Tease / Awareness | Weeks –8 to –6 | Theme reveal teasers, social hints, setting hashtag, early blog posts |
| Build-up / Consideration | Weeks –6 to –3 | Launch hero video, gift guides, start paid campaigns, influencer seeding |
| Engagement / Participation | Weeks –3 to –1 | UGC contest active, filters live, social challenges, quizzes |
| Conversion / Peak | Week –1 to Diwali Day | Flash offers, countdowns, retargeting, urgency messaging |
| Last-Minute Push | 2 days before to day | “Last chance” messaging, express delivery promos, gift cards |
| Post-Festival & Retention | Week +1 onward | Thank you emails, UGC showcase, retention offers, performance debrief |
As DigitasPro, you’ll build a detailed content calendar and production schedule to ensure assets are ready in time.
Sample Campaign Flow (Hypothetical for a Client)
Here’s a sample flow you could present:
- Launch teaser post: “This Diwali, we invite you to #IlluminateTheHeart” with a visual motif
- Release hero film on Day 1 of build-up across social + YouTube
- Run paid social campaigns targeting gift shoppers + lookalikes
- Start UGC contest: users post their Diwali moment with your product / theme hashtag
- Weekly reels: styling tips, decor hacks, behind scenes
- Email drip: “5 Days to Diwali — Here’s your festive guide”, followed by “Final call!”
- Retargeting banners: show the exact product the user browsed with “Don’t miss out”
- App push / SMS to nudge last-minute buyers
- After Diwali: share UGC winners, send thank you offers, retarget for post-festival purchase
As the executing agency, your deliverables would include:
- Creative concept & visual direction
- Scripts, storyboards, videos, motion graphics
- Social media creatives in all formats
- Filter / AR development
- Landing page / website updates
- Tracking setup, analytics dashboards
- Paid media execution & optimization
- Reporting & insights
Risk Mitigation & Best Practices
As the agency, you should advise or build in:
- Buffer time for creative dev — delays are common
- A/B testing early — test creatives, copy, formats, audiences
- Budget flexibility — reallocate mid-campaign to best channels
- Mobile & site performance audit — ensure fast loading, mobile responsiveness
- Tracking, UTM rigor, attribution — so you can measure and optimize
- Contingency creatives / fallback plans — for holidays, supply issues
- Cultural sensitivity — visuals, copy, customs must be authentic, inclusive
- Post-campaign learnings — document what worked / didn’t for future
Budget Allocation (Illustrative)
As DigitasPro, you might propose this split:
- Paid Social / Video Ads: 35 %
- Search / SEM: 15 %
- Influencer / Creator Fees: 15 %
- Display / Retargeting: 10 %
- Creative / Production, AR dev: 10 %
- Email / CRM tools: 5 %
- Contingency / buffer: 10 %
Measurement & Reporting
You will set up dashboards and regular reporting (weekly, mid, final). Key metrics:
- Reach, impressions, video views
- Engagement (likes, comments, shares, UGC)
- New leads, email subscriptions
- Conversion & revenue
- Cost metrics (CPA, ROAS)
- Retention / repeat purchase
- Qualitative insights (sentiment, creative feedback)
